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THE IMPACT OF DEMOGRAPHICS ON THE IMPULSE BUYING BEHAVIOUR WITH RESPECT TO THE PURCHASE OF GROCERY PRODUCTS

Journal: International Journal of Electrical Engineering and Technology (IJEET) (Vol.12, No. 8)

Publication Date:

Authors : ; ; ;

Page : 158-166

Keywords : Retailers; Impulse Buying; Grocery Products; Demographics;

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Abstract

Purpose – The objective of this study is to find out the impact of demographics (age, income and gender) on the impulse buying behaviour for the purchase of grocery products. Design / Methodology/ Approach - Exploratory analysis using quantitative approach is employed. The sample is drawn from the individuals who visited Reliance Fresh and Big Baazar (two important retail chains in India). Findings – The relationship of gender and age with impulse buying behaviour is not significant. There is a positive relationship between income of the consumers and their impulse buying behaviour. Originality / Value – After critically analyzing the literature on impulse buying, certain gap areas were identified. Only a few studies have focused on the impulse buying of grocery products. In the Indian context very, limited studies have explored the impulse buying behaviour of the consumers in Odisha.

Last modified: 2021-09-13 15:26:22